1. What’s the quick origin story of your brand, and what makes your product or positioning genuinely different from other options in your niche?

Katy Spada: Ary + Maan was born out of a personal need — I wanted my kids to see themselves reflected in what they wore, especially during cultural celebrations like Diwali. But everything on the market either felt too traditional for everyday wear or didn’t reflect our multicultural identity. So, I set out to create something different: thoughtfully designed, heritage-inspired pajamas and loungewear that mixed softness, style, and storytelling.

What makes us different is our culture-first approach. We don’t just add a “festive” print for the season — every collection is rooted in meaning. Whether it’s a Holi-inspired color story or a floral motif tied to family memories, our designs help multicultural families feel seen in the everyday. We’re also not trend-chasing — we focus on quality, emotional resonance, and intentionality. Our customers aren’t just buying pajamas; they’re buying a moment, a memory, and a connection to their roots.

2. Since launch, what have been the 1–2 real turning points for your brand-specific decisions, pivots, or experiments that noticeably changed your growth or profitability-and what did you learn from them?

Katy Spada: One major turning point was shifting from a seasonal, Diwali-focused brand to a year-round business that celebrates everyday cultural connection. When we first launched, demand spiked around holidays — but we quickly realized our audience wanted more than just “occasionwear.” They were looking for consistent ways to share their heritage with their children. Expanding into evergreen prints, family matching, and broader sizing unlocked a completely new level of engagement and repeat purchases.

The second was leaning heavily into retention. Instead of chasing constant new customer acquisition, we doubled down on email, SMS, and loyalty-driving campaigns. We built segmented flows rooted in customer behavior and cultural moments — not just discounts. That focus has led to a 35%+ repeat purchase rate and made us more resilient in the face of rising CAC.

The biggest lesson? Meaning matters more than momentum. When we lead with connection and cultural storytelling, growth becomes more sustainable — and far more impactful.

3. Which 2-3 channels drive most of your revenue right now (for example SEO, paid social, email, marketplaces, influencers), and what have you learned about making those channels work in your category?

Katy Spada: Our top revenue drivers are email/SMS and paid social, with creator partnerships playing a strong supporting role.

Email and SMS have been foundational — not just for sales, but for storytelling. Our audience responds to warmth, not hard sells, so we’ve built flows that feel like conversations: cultural education, behind-the-scenes design moments, parenting relatability. It’s about trust, not just timing. We’ve learned that in our category, emotional resonance drives conversion more than urgency ever could.

Paid social still works when it’s deeply aligned with the lived experience of our audience. Ads that showcase real families, heritage moments, and meaningful matching consistently outperform polished product shots. We’ve also moved away from broad interest targeting to a more values-based approach — leaning into parenting, cultural identity, and community pride.

Lastly, our creator partnerships have taught us the value of representation with depth. When we collaborate with South Asian moms and multicultural voices who already have trust with their audience, the conversion is immediate — because the connection is real.

4. How are you thinking about search in 2025 – Google, AI assistants like ChatGPT, and other discovery platforms? What, if anything, have you changed in your content or site to stay visible as AI search grows?

Katy Spada: Search is evolving fast, and we’re shifting from keyword-chasing to question-answering — especially with the rise of AI assistants like ChatGPT and voice-based discovery. Instead of optimizing only for traditional Google SEO, we’re now thinking about how our brand shows up when someone asks, “Where can I find culturally inspired pajamas for my kids?” or “Best family matching sets for Holi?”

We’ve made key updates to our site architecture and content strategy — clearer collection naming, more conversational product descriptions, and deeper cultural storytelling on our blog and landing pages. These aren’t just for SEO; they help AI models understand and contextualize who we are and why we matter.

The goal isn’t to game algorithms — it’s to build clarity and connection that AI tools can recognize and recommend.

5. What do you do to turn first‑time buyers into repeat customers and advocates? Are there specific experiences, content, or community touches that work especially well for you?

Katy Spada: Turning a first-time buyer into a loyal customer starts the moment they hit “buy.” For us, it’s all about creating an emotional throughline — from the unboxing to the follow-up. We send thoughtful post-purchase flows that aren’t just transactional — they’re relational. We share the story behind their print, care tips for their bamboo fabric, and moments from other families in our community. It’s about making them feel like they’re part of something bigger.

We also spotlight real families across our channels — not influencers, but everyday parents showing how they wear and celebrate in Ary + Maan. That builds trust and a sense of belonging.

Culturally relevant moments drive a lot of retention too. Whether it’s a Diwali gifting guide, a Holi-ready early access offer, or an Eid storytelling series — we show up in the moments that matter. That creates a cycle of anticipation, not just purchases.

Lastly, our most powerful advocates come from personal connection. A DM response, a tagged share reposted, a handwritten note in their order — it all adds up. We don’t just want to sell pajamas. We want to be part of their family traditions.

6. If you had to write a short playbook for an ecommerce founder one stage behind you, what would you double down on over the next 12 months – and what would you stop doing entirely?

Katy Spada: Double down on:
→ Retention before scale. Build your flows. Get to know your repeat customer. Nurture them like they matter more than Meta ever will — because they do.
→ Real storytelling. Don’t just post product pics — share what inspired the design, what it means to your community, why it matters. Connection > conversion.
→ Channel diversity. Test offline markets, try unexpected creator collabs, explore niche platforms. Your next growth lever might not be on Instagram.

Stop doing entirely:
→ Discounting to solve deeper problems. If something isn’t selling, it’s usually a positioning or messaging issue — not just a price tag.
→ Over-investing in top-of-funnel before your foundation is solid. No amount of traffic will fix unclear branding or a leaky site experience.
→ Trying to speak to everyone. Niche down. Be specific. When your ideal customer feels seen, the rest takes care of itself.

The next 12 months are about intentional growth — not just more, but better.